When a crisis strikes, brands can prevent a backlash from consumers - and even strengthen the brand - with carefully thought out and deployed communication. Based on research by conviction, the authors present a comprehensive framework crisis communications, to help restore the confidence of consumers, illustrating the use of these recommendations cases of both successful and unsuccessful recovery from a brand crisis. The authors draw heavily on the experience of recent years in response to the Toyota unintended acceleration of some of its vehicles. Toyota answers as examples of what to do and what not to do when the company is accused of wrongdoing. The authors argue that there are no posts best path to follow, when a company is in crisis. Rather, they say, the best approach will depend on the answers to three basic questions: prosecution called crisis is not it? Is the crisis seriously? Whether the company has established its brand as something that customers closely identify with? Taking these factors into account, the company can best serve some combination of seven communication strategies. These strategies range from admitting mistakes and apologizing to one extreme to defiantly deny and abuse and even attack the prosecutor, on the other. In addition to describing the seven communication strategies, the authors also put four classes of corporate communications crisis exit fiasco Toyota. One of them, in the Internet age, the reaction rate is a prerequisite. Secondly (and its corollary, the need for speed), the company must be prepared for a crisis at all times, and have on hand step by step follow the protocol, when bad things happen. Third, it is important that during the crisis, CEO himself - not below management level - need to step forward and publicly articulate answers company. Fourth, companies should not delude themselves that they can ride, ignoring the crisis. The answer is important. "Hide
by Gita V. Johar, Matthias M. Birk, Sabina A. Einwiller Source: MIT Sloan Management Review 10 pages. Publication Date: July 1, 2010. Prod. #: SMR359-PDF-ENG
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